PRWeek Awards 2011: Technology

People think document management is a dry topic. Spare a thought, then, for Edelman, which was asked to raise the profile of Hewlett-Packard's document management business.

Technology Award winner: Hewlett-Packard Imaging and Printing Solutions ‘Digitising the Bletchley Park Archives’ with Edelman
Technology Award winner: Hewlett-Packard Imaging and Printing Solutions ‘Digitising the Bletchley Park Archives’ with Edelman

The agency spotted an opportunity to digitise the archives at Bletchley Park, the national and global heritage site, creating the ultimate case study for the company's document management technology.

Bletchley Park was the centre for decryption in the UK during World War Two, and now houses the National Museum of Computing.


A great, original idea bringing history and technology together with great results

Fiona Thorne Managing director, Fishburn Hedges

Hewlett-Packard offered Bletchley Park a scanning and document-management service – including scanners, a server, storage and PCs – and more than a million historic documents, previously unseen by the public, have been digitised and made available online to view and search.

Edelman, knowing timing is everything, launched the partnership and digitisation project on the 66th anniversary of D-Day. At the launch, the agency awarded a series of non-competing exclusives to key media.

It did its homework and targeted Bletchley Park advocate Ben Macintyre, an associate editor at The Times. Macintyre was given the exclusive and spent a day on site creating a multimedia story.

Other non-competing exclusives were given to the BBC, Channel 4, technology news agency IDG and the Press Association.

More than 25 national news outlets covered the launch. Ten broadcast pieces were shown, attracting a TV audience of 15 million and a radio audience of 25 million. There were more than 30 national and online stories about the launch. After the coverage, a major UK utilities supplier and several not-for-profit organisations enquired about document management from Hewlett-Packard. Also, visits to Bletchley Park's website tripled to nearly 25,000.

Headlines included: 'Bletchley Park joins forces with HP to digitise WW2 secret documents' and 'HP to digitise Bletchley Park archives for future generations'.

The Awards 2011 book will be available in this week's issue of PRWeek

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